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2012.04.20XIAMETER® Brand Adds Silicone Fluid to Meet Hair Care Needs

To meet the growing demand for hair care solutions that do more and address
more individual hair care challenges, the XIAMETER® brand from Dow Corning
has expanded its range of silicone-based, performance-enhancing hair care
materials with the introduction of XIAMETER® PMX-1502 Fluid.

“Young or old, and anywhere in the world, consumers equate healthy-looking
hair with health and general well-being,” said Kevin Murphy, XIAMETER brand
global market manager. “The difference – and the challenge we are trying to
address – is meeting the increasing individual needs based on specific hair
type, condition, and desired style.”

XIAMETER® PMX-1502 Fluid is a blend of approximately 25 percent of an
ultra-high viscosity dimethiconol gum in a volatile blend of hydrocarbon and
low molecular weight polydimethylsiloxane carrier fluids. When used in
anhydrous hair serums, XIAMETER® PMX-1502 Fluid provides formulation
flexibility, and excellent luster and shine. In aqueous leave-in conditioner
formulations, it provides improved frizz control and intensive
conditioning.

“Over several decades, silicone materials have set the standard for
conditioning and sensory properties in hair care products,” said Murphy.
“Silicones can also improve the healthy look and feel of hair by enhancing its
strength and offering protection from heat and discoloration after color
treatments.”

According to market researcher Mintel, almost 60 percent of hair care
products launched globally contain at least one silicone ingredient, which are
most popular in conditioners, treatments and colorants.

As Dow Corning expands the number of products available via the
XIAMETER® web-enabled business model, hair care formulators can take advantage
of a wider selection of high-quality products, convenience of enhanced
self-service functionality, reliable supply, and transparent pricing.

A Dow Corning and XIAMETER brand hair care selector guide is available to
help customers find the products they need. Click to view prototype
formulations (leave-in conditioner and hair spray) that feature XIAMETER®
PMX-1502 Fluid. Also, please click here to view a short technical presentation
about XIAMETER® PMX-1502 Fluid.

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